User experience and behavioral intention to use e-commerce: A study of digital literacy as a moderating variable

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Yanuar E. Restianto ORCID logo, Suliyanto ORCID logo, Lina R. Naufalin ORCID logo, Aldila Krisnaresanti ORCID logo, Aldila Dinanti ORCID logo, Dadang Iskandar, Sugiyono

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Research about perceived ease of use (PEoU) and perceived usefulness (PU) on behavioral purpose to utilize are generally tested directly (Venkatesh et al., 2012), so it is not clear how PEoU and PU determine behavioral intention to employ, therefore, it is necessary to place user satisfaction (US) as a mediating variable to elucidate the effect of PEoU and PU on behavioral intention. This research is carried out on applications developed by large companies, not on applications of digital entrepreneurship startups. The aim of this study is to look into the elements that have an impact on US and the outcomes resulting from the utilization of digital entrepreneurship startup applications. This study involves conducting a survey to gather research data and information on 122 respondents applying e-commerce microfloriculture. Structural equation modeling (SEM) and SmartPLS are employed for examining the causal connection among constructs. The result of the investigation approves that PEoU, PU, and information quality (IQ) influence continuance to use (CtU) through US and digital literacy (DL) variables, which are proven to moderate relationships of US and CtU. The paper explores the practical implications for managers of digital entrepreneurial startups, considers any constraints or limitations, and offers suggestions for future research.

Keywords: Perceived Ease of Use, Perceived Usefulness, Quality Information, User Satisfaction, Electronic Word of Mouth, Digital Literacy, Continuance to Use

Authors’ individual contribution: Conceptualization — Y.E.R. and Sl.; Methodology — Sl. and L.R.N.; Formal Analysis — A.K. and A.D.; Writing — Original Draft — D.I. and Sg.; Writing — Review & Editing — Sl. and Sg.; Supervision — Y.E.R. and Sl.; Project Administration — L.N.R., A.K., and A.D.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: L29, L81, M31

Received: 29.12.2022
Accepted: 28.12.2023
Published online: 02.01.2024

How to cite this paper: Restianto, Y. E., Suliyanto, Naufalin, L. R., Krisnaresanti, A., Dinanti, A., Iskandar, D., & Sugiyono. (2024). User experience and behavioral intention to use e-commerce: A study of digital literacy as a moderating variable. Journal of Governance & Regulation, 13(1), 8–17.